This paper describes the influence of the tourist attraction of the Apoxyomenos Museum on the branding of Mali Lošinj. The author aims to accentuate the importance of branding in general and importance of tourism destination branding. For the purpose of this paper, research was conducted using Google Forms, as well as surveys in print form. Out of 118 gathered surveys, 77 were collected online and 41 in physical form. The author concluded that the Apoxyomenos was not sufficiently recognized in Croatia and in the world and that the main reason for visiting a certain destination is its appeal. Lošinj was branded as the ‘Island of vitality’ many years ago and the image of a tourist destination is difficult to change. The Apoxyomenos represents an addition to Lošinj’s tourist offer and gives visitors an additional emotion, something that they can associate the island with. Research shows that respondents find the logo of Lošinj impersonal and would like to see a change. The author finds that the ideal solution would be to include the Apoxyomenos in the logo of Lošinj in order to boost the visitor’s awareness of the Apoxyomenos. By changing the logo, having a good promotional campaign and high quality targeting, the island could attract antiquity lovers.